Online spending out of control
According to a report by the e-commerce data analysis platform Metric, total transaction value (GMV) in the first quarter of 2026 on four multi-industry online retail platforms including Shopee, TikTok Shop, Lazada and Tiki reached 148.600 billion VND, with consumption output of nearly 1.14 billion products. Compared to the same period in 2025, sales increased by nearly 47%, while output increased by 20%.
On average, Vietnamese consumers spend more than 1,669 billion VND per day to buy nearly 13 million products on e-commerce platforms. Among them, the beauty, women's fashion, home - life and department store - food groups continue to account for the largest proportion.
Convenience and promotions make shopping easy. With just a few touches, consumers can easily finalize their bills emotionally without realizing they are spending out of control.
Once considering online shopping as a way to relieve stress, Mr. Hoang Quang Huy (Hanoi) did not expect himself to fall into debt.
“Initially, it was just buying a few small items, seeing it was cheap, so I kept buying more. Gradually, I started using credit cards, then postpaid wallets to shop comfortably. There were months when I received goods almost every day, but many items I bought back were not used. When I looked back, I owed a not small amount” - Mr. Huy shared.
Ms. Le Mai Anh (Hanoi) is under financial pressure due to overspending. As an office worker with a stable income, she is often caught up in discount programs, especially during holidays or when traveling.
Income is not enough for expenses, many times I have to borrow money. Especially when traveling, seeing discounts is uncontrollable, from clothes, cosmetics to personal items, I buy more. Many items bought are only used once and then discarded" - Ms. Mai Anh shared.
Sale hunting can become a financial burden if uncontrolled
Experts believe that impulsive shopping behavior is becoming increasingly common as e-commerce platforms continuously launch discount programs and livestream to stimulate demand, making consumers afraid of missing out.
From a psychological perspective, expert Hoang Anh - Voice of Therapist Office - said that the feeling of "hunting for a product at a bargain price" actually activates the reward system in the brain, related to dopamine - a neurotransmitter that creates a feeling of excitement.
The process of hunting for sales is like a game, with elements of surprise, competition and a feeling of victory. Therefore, the joy lies in hunting, not possessing" - psychologist Hoang Anh analyzed.
From an economic perspective, Mr. Nguyen Quang Huy - CEO of the Faculty of Finance - Banking (Nguyen Trai University) - said that quickly finalizing applications during price reductions poses a risk of exceeding personal budget.
According to economic experts, to avoid falling into the "cheap price" trap, consumers need to establish personal financial discipline instead of just relying on emotions when shopping. Each person should clearly define their monthly spending budget, separate between essential needs and unnecessary needs, and set limits for online shopping.
Smart spending is not about buying cheap items, but about using money for the right purpose and effectively" - Mr. Nguyen Quang Huy emphasized.
